Sandra Mullin, senior vice president of Policy, Advocacy, and Communication at Vital Strategies, leads a global team of communication experts that works with governments and civil society partners to implement impactful strategic communications campaigns aimed at influencing policy and driving behavior change.

In an exclusive interview with Rabiul Islam Tushar of the Daily Sun, Mullin discussed her experiences and shared effective communication strategies for improving public health in Bangladesh, with a particular focus on tobacco control and road safety. She stressed the importance of hard-hitting campaigns to reduce tobacco consumption.

Daily Sun: You were instrumental in the 2002 New York City Smoke-Free Air Act, inspiring similar laws elsewhere. In Bangladesh, the health ministry’s proposed tobacco law amendments face opposition from companies that claim revenue loss. How can the government address this issue?

Sandra Mullin: These claims are made worldwide, from New York to Beijing. The tobacco industry always argues that laws will lead to job losses and economic damage, but evidence shows the opposite. Even if revenue does not increase, there is no significant loss to the economy. The government can counter this by looking at alternative livelihoods, especially since tobacco farming is also harmful to health. Many countries have resisted these claims by focusing on the evidence, showing that these changes are often revenue-neutral or even beneficial in the long run.

Daily Sun: In Bangladesh, while the government seeks to reduce tobacco use, manufacturers continue to actively promote it. How can the government effectively tackle this challenge?

Sandra Mullin: The government must prioritise public health in its decision-making, considering the healthcare costs, productivity loss, and family burdens caused by tobacco use and secondhand smoke. In countries with comprehensive tobacco control laws—such as large pack warnings, smoke-free zones, and restrictions on marketing to youth—smoking rates decline, youth uptake reduces, and life expectancy increases. I hope Bangladesh follows these examples for the betterment of its people.

Daily Sun: Influential individuals or groups often attempt to downplay the risks associated with smoking or tobacco use. How can this issue be effectively addressed?

Sandra Mullin: To address the issue of influential individuals or groups downplaying the harms of smoking, it is crucial to create impactful videos featuring real stories. These videos should highlight individuals or families affected by smoking or tobacco use, giving them a platform to share their experiences and the truth about these products. Short and emotionally resonant clips can amplify their message and effectively counter misleading narratives.

Daily Sun: How can communication campaigns be designed to educate, raise awareness, and sensitise tobacco users to quit?

Sandra Mullin: Research shows people are more likely to quit smoking if they relate to a story or testimonial. For instance, my father quit smoking after he saw an advertisement about "burger's disease" affecting blood circulation, which emotionally resonated with him. Emotional triggers through relatable stories or visuals can be powerful. However, policy plays the biggest role—smoke-free laws, taxes, and advertising bans are crucial in reducing smoking.

Daily Sun: Road safety is shaped by factors such as road design, vehicle standards, and the behaviour of drivers and pedestrians. How can communication effectively address these issues?

Sandra Mullin: I agree that road safety involves many factors. Our goal is to make roads safer for everyone, particularly vulnerable users such as pedestrians, cyclists, rickshaw drivers, and people with disabilities. Communication is key to raising awareness about these issues and ensuring they are clearly understood. It is important to educate road users about actions they can take, such as wearing seat belts and helmets, avoiding speeding, and refraining from distractions like using mobile phones. 

Daily Sun: What are some of the best examples of effective road safety communication that you have seen in different countries?

Sandra Mullin: Several cities in the world, including Bogota and Addis Ababa, have used communication campaigns to reduce road crashes, with a particular focus on speeding and drunk driving. In Vietnam, campaigns have successfully promoted proper helmet use. These efforts are often paired with laws, such as speed limits, fines for drunk driving, and penalties for not wearing helmets.

Daily Sun: How important are communication and awareness programmes for public health, and what is the role of TV, newspapers, and digital media in public health communication?

Sandra Mullin: Communication is central to public health. It justifies policies that create healthier environments and informs individuals about healthier behaviors. This empowers people and influences policymakers. In Bangladesh, like elsewhere, communication plays a vital role in shaping policies and encouraging behavioural change. With platforms like digital media, social media, mobile apps, TV, radio, and newspapers, we can reach a wide audience.

Daily Sun: How can an individual journalist or public health advocate become an effective public health communicator?

Sandra Mullin: An effective communicator must provide the full picture, incorporating diverse perspectives. It is essential to explain the rationale behind public health messages. It is not just about individual behaviour; it is also about the broader environment, such as infrastructure and policies. Journalists should report not only on individual actions but also on the systemic factors that contribute to issues like road safety or tobacco use.

Daily Sun: How can misinformation on social and digital media be effectively addressed in the context of public health?

Sandra Mullin: There are two key strategies: First, rely on data and evidence, as misinformation often distorts the truth. Journalists, as "umpires of information," must verify facts before sharing. Second, engage respected voices to counter misinformation. While sensational stories attract attention, journalists must prioritise truth over likes or shares, ensuring the accuracy of the information.

Daily Sun: How can developing countries like Bangladesh ensure sustainable communication programmes?

Sandra Mullin: Communication must be central to public health, especially in a populous country like Bangladesh. It should be integrated into all government policies, not limited to TV or radio campaigns, but also in policy-making, community engagement, and budget planning. Dedicated funding for communication across various platforms will ensure consistent, accurate messages. Prioritising communication will protect public health and empower people to make informed decisions.